We like to think that when it comes to difficult decisions, we use reason and logic to weigh the pros and cons.

But the primitive part of our brain often works against us. It pushes for the option that requires the least amount of change.

You’re subtly influenced by its most effective tool—fear of the unknown and a desire for safety.

The option most familiar to you is often seen as better than something new.

In other words, you’ll imagine scenarios where the safest option has a good outcome and the riskier option has a bad outcome.

This makes it hard to be objective because you’re not evaluating your options in a balanced way. Your interpretation of risk depends heavily on your emotional state at the time.

For example, if you’re thinking about selling your company on a stressful day, you’re likely to focus on what could go wrong if you keep it.

You might worry about losing money in the future, an innovation disrupting your market, or the economy tanking and reducing demand. A competitor could also offer a lower-priced solution and take your customers.

Thinking these thoughts creates anxiety. Then, as your mind swirls, selling your business seems more attractive because it avoids the negative consequences you just imagined.

Depending on your beliefs and state of mind, you might think the opposite. You could decide to keep the business because you fear missing out on selling it for more money later.

When you compare apples to oranges, it’s no wonder you feel stuck.

Here’s the best way I’ve found to make difficult decisions: Evaluate your options as if each one has the potential to create an equally great outcome.

You’ll never know how the option you don’t choose might have turned out. So, instead of imagining one option working out beautifully and the other failing, imagine both succeeding and then decide which you prefer.

Recognize that there is no right decision. No matter which path you choose or what the future holds, you decide what it means.

Decide to believe that if you keep the company, you’ll feel free, fulfilled, and wealthy. And if you sell it, you’ll feel free, fulfilled, and wealthy.

Then choose the scenario you prefer.

In the end, the way your future plays out is entirely up to you. You make your decision the right one by how you think, feel, and act.